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The adoption of responsible energy consumption behavior has become an increasingly analyzed topic, yet few studies have focused on the opposite concept of non-adoption of environmentally responsible behavior despite its importance for firms and public policies in the energy sector. This research aims at: (i) exploring the main reasons, and possibly new ones, why people do not reduce their home energy consumption despite the incessant calls for energy conservation; and (ii) proposing a typology of consumers’ energy-saving behavior. To address the lack of research on this topic, we conducted a qualitative study that revealed new oppositional motives related to consumers’ resistance to deconsumption.